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It is tempting to initiate a marketing strategy without developing buyer personas, however the likelihood is you will miss valuable opportunities to speak directly to your target audience. In fact, personas are an integral part of any marketing strategy because they serve as reference points to your marketing objectives. They are bridges between your goals and your prospective parents as they offer essential information that affect every step of your marketing strategy. Without personas, you are more likely to revert to creating content around what you know best instead of what your prospective parents are actively seeking.

The world of school marketing is not generally known for early adoption of cutting-edge marketing techniques. However, the bottom line is that your prospective parents are using the internet and social media to research school options for their child. They're also talking to their friends and colleagues to get recommendations, suggestions and feedback.

You need to embrace the new enrolment process and meet prospective parents on their terms. As you finalise the foundation of your 2015 school marketing strategy, here are five marketing trends to give you a jump-start on your competitors: